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Brand is the "capital" of LED lighting companies
On August 19th, the domestic lighting industry leader brand Op Lighting successfully landed on the main board of the Shanghai Stock Exchange and was officially listed. The stock is referred to as Op Lighting. After more than three years, Op Lighting finally opened the door to the capital market and successfully landed on the Shanghai stock market. In recent years, the competition among LED lighting companies has become more and more fierce with the development of the industry. The capital market is also in the stage of white-hot, and the M&A movements in the industry are frequent. Whether it is Mulinsen's acquisition of Osram's Landdevans, or Huacan Optoelectronics' acquisition of overseas MEMS sensor companies, and many listed companies' frequent operations in capital operations, mergers and acquisitions, investment, and expansion have become the new normal, LED companies The competition between the two has gradually shifted to the brand-led, comprehensive competitive advantage based on strategic leadership, technological innovation, and business management. The new situation urges lighting companies to change their development concept At present, the overall global economic situation is not very optimistic, and the overall growth of the LED lighting market is slowing down. Despite the increase in market demand for LED products, prices and profit returns have fallen sharply. LED lighting products have been more recognized by the global market, but the market's standards for LED products have not been standardized. At the same time, the homogenization of products and the vicious price war have made the market competition more intense. Various domestic enterprises have also begun to re-develop their strategic planning and layout, accelerating industry and cross-border resource integration, mergers and acquisitions, capital operations, brand building and overseas market expansion. Enterprises must survive and develop in the fierce market competition, and they will inevitably undergo changes in development strategies, management methods, business models, governance structures, product layouts, resource allocations, etc., which is the objective that all enterprises must follow to achieve sustainable development. law. This process of change is a process in which enterprises continue to gain new competitive advantages and enhance their ability to sustain development. It is also the process of enterprise transformation and upgrading. Under such a market situation, more cooperation or acquisitions of the group will be promoted, and their own brand advantages will be established to make themselves more competitive and the company will be sustainable. Brand building makes enterprises more advantageous in the capital market In recent years, the brand awareness of LED enterprises has gradually improved, and they are stepping onto the road of brand layout. The case of brand layout with mergers and acquisitions is gradually increasing. Lianjian Optoelectronics issued an evening announcement on August 4th, stating that the company intends to raise funds of no more than RMB 130 million from its wholly-owned subsidiary Sichuan Timeshare Advertising Media Co., Ltd. to purchase its Tibet Boss from Langsen and Song Jie. 100% equity of Culture Communication Co., Ltd. Lianjian Optoelectronics said that this transaction is an important measure for the company to actively improve the digital outdoor media industry chain and enhance the comprehensive strength of the company's communication business based on the strategic guidelines for building a digital communication group. On July 21, LED chips and other industries are the main industries. Can Optoelectronics released a preliminary restructuring plan that will issue shares to purchase assets, that is, the underlying assets are Harmony Corelight (Yiwu) Optoelectronics Technology Co., Ltd. (SPV), and SPV will purchase 100% of the target company from the shareholders of the target company of the transaction. The target company of this transaction is Meixin Company, which is a leading technology company in the global micro-electromechanical (MEMS) sensor industry. It is true that in 2016, more than half of the mergers and acquisitions process has been further accelerated in the industry. The M&A-based development model has become a shortcut for LED companies to seek overseas markets and cross-border transformation. The LED lighting market is becoming saturated, product homogenization is serious, and disorderly competition is flooding the market. Brand products with high reputation and reputation can break through the chaotic market and quickly seize market share. These brand-effect enterprises can rely on their own scale and strength to merge with existing brands. Brands gradually form a brand monopoly. Large enterprises have acquired one small enterprise after another based on their own powerful strengths and advantages, and have incorporated these small brands into brand integration to enhance their competitiveness in the market and to obtain greater market space by highlighting the brand effect. And profit. Brand is the core competitiveness of LED companies At present, brand equity is the most valuable corporate asset. Brand advantage is the most reliable strategic competitive advantage. Only brand-driven strategic marketing can maximize corporate value. Brand competitiveness reflects the core competitiveness of LED companies, directly related to the profit of LED companies and the future development. But at the same time, the construction of industry brands is also a bottleneck in the development and upgrading of the lighting industry.